Question 1

does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?

Accepted Answer

The intangibility of services means that

Question 2

Capacity management refers to

Accepted Answer

A)  integrating the service component of the marketing mix with efforts to influence consumer demand. 
B)  when the service provider is available but there is no demand. 
C)  charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D)  the practice of changing prices for services in real time in response to supply and demand conditions. 
E)  the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent. 
A)  integrating the service component of the marketing mix with efforts to influence consumer demand. 
B)  when the service provider is available but there is no demand. 
C)  charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. 
D)  the practice of changing prices for services in real time in response to supply and demand conditions. 
E)  the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.

Question 3

is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Accepted Answer

A customer contact audit is a flowchart

Question 4

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)  The number of encounters in a service experience should always be the same. 
B)  The service encounter represents an opportunity to develop social bonds with customers. 
C)  An after-holiday sale is a good incentive to create a loyal customer relationship. 
D)  The purpose of relationship marketing is to benefit the customer, not the organization. 
E)  A major customer benefit of relationship marketing is a reduction in the price that is paid for services rendered. 
A)  The number of encounters in a service experience should always be the same. 
B)  The service encounter represents an opportunity to develop social bonds with customers. 
C)  An after-holiday sale is a good incentive to create a loyal customer relationship. 
D)  The purpose of relationship marketing is to benefit the customer, not the organization. 
E)  A major customer benefit of relationship marketing is a reduction in the price that is paid for services rendered.

Question 5

key elements of future services include __________,convergence,and personalization.

Accepted Answer

A)  automation 
B)  transglobalization 
C)  mobility 
D)  divergence 
E)  convenience 
A)  automation 
B)  transglobalization 
C)  mobility 
D)  divergence 
E)  convenience

Question 6

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Accepted Answer

A)  a process 
B)  a procedure 
C)  productivity 
D)  a protocol 
E)  a plan 
A)  a process 
B)  a procedure 
C)  productivity 
D)  a protocol 
E)  a plan

Question 7

Which of the organizations listed below has the lowest inventory carrying cost?

Accepted Answer

A)  restaurant 
B)  automobile repair 
C)  amusement parks 
D)  employment agencies 
E)  animal hospital 
A)  restaurant 
B)  automobile repair 
C)  amusement parks 
D)  employment agencies 
E)  animal hospital

Question 8

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Accepted Answer

A)  public stakeholder announcement 
B)  public sustainability announcement 
C)  public service announcement 
D)  public service annunciation 
E)  promotional service announcement 
A)  public stakeholder announcement 
B)  public sustainability announcement 
C)  public service announcement 
D)  public service annunciation 
E)  promotional service announcement

Question 9

Capacity Management Marketing Dashboard
-percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Accepted Answer

A)  9.83% 
B)  82.1% 
C)  8.28% 
D)  18.11% 
E)  1.55% 
A)  9.83% 
B)  82.1% 
C)  8.28% 
D)  18.11% 
E)  1.55%

Question 10

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Accepted Answer

A)  Although they foster good will in the community, there is little change in attendance. 
B)  Regular and diehard fans tend to stay away because they are too distracted by children who are only there for the "free gifts" (bats, balls, bobble head dolls, etc.). 
C)  Attendance remains steady but people tend to spend more money during special event days because there is a greater sense of fun and excitement. 
D)  Game attendance can increase by 30 to 35 percent during special event days. 
E)  Game attendance increases by 25 percent with the bump in attendance usually lasting throughout the entire month. 
A)  Although they foster good will in the community, there is little change in attendance. 
B)  Regular and diehard fans tend to stay away because they are too distracted by children who are only there for the "free gifts" (bats, balls, bobble head dolls, etc.). 
C)  Attendance remains steady but people tend to spend more money during special event days because there is a greater sense of fun and excitement. 
D)  Game attendance can increase by 30 to 35 percent during special event days. 
E)  Game attendance increases by 25 percent with the bump in attendance usually lasting throughout the entire month.

Question 11

brochure for Spa Sydell has photographs of people enjoying the various spa amenities.By seeing the pictures of what is available at the spa,a customer has a better idea of what she is buying.Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the service.

Accepted Answer

A)  incongruity 
B)  inconsistency 
C)  inventory costs 
D)  inseparability 
E)  intangibility 
A)  incongruity 
B)  inconsistency 
C)  inventory costs 
D)  inseparability 
E)  intangibility

Question 12

had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food.When he arrived at his destination,he was impressed with the menu posted outside the door and decided to go in.He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands.The food was beautifully presented,the rice was the perfect texture and temperature,and the fish was fresh and delicious.Halfway thought the meal,he excused himself to go to the restroom.It was clean,but unfortunately was out of paper towels.He returned to his table,finished his meal,and paid his check.The hostess said goodbye and asked him to return.The first point in his customer contact audit was __________.

Accepted Answer

A)  searching yellowpages.com 
B)  reading the menu on the door 
C)  being greeted by the hostess 
D)  being seated at his table 
E)  receiving his meal 
A)  searching yellowpages.com 
B)  reading the menu on the door 
C)  being greeted by the hostess 
D)  being seated at his table 
E)  receiving his meal

Question 13

Before moving out of their apartment,Brad and Kim Westgate decided to have their carpets cleaned by ServiceMaster,a company specializing in professional carpet cleaning.The carpet cleaners arrived at Brad and Kim's apartment,unpacked their equipment,cleaned the carpets,packed up their tools,and drove away in their bright yellow van.The service provided by ServiceMaster could not be held,touched,or seen before the purchase decision.This scenario illustrates the __________ of services.

Accepted Answer

A)  inconsistency 
B)  inseparability 
C)  inventory costs 
D)  intangibility 
E)  interdependence 
A)  inconsistency 
B)  inseparability 
C)  inventory costs 
D)  intangibility 
E)  interdependence

Question 14

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Accepted Answer

A)  receive additional government funding. 
B)  expand its business to stray dogs. 
C)  maintain its nonprofit status. 
D)  achieve organizational goals. 
E)  compete with other similar organizations. 
A)  receive additional government funding. 
B)  expand its business to stray dogs. 
C)  maintain its nonprofit status. 
D)  achieve organizational goals. 
E)  compete with other similar organizations.

Question 15

Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?

Accepted Answer

The service continuum refers to the rang

Question 16

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

Accepted Answer

A)  scale pricing 
B)  capacity pricing 
C)  down-time pricing 
D)  off-peak pricing 
E)  fraction pricing 
A)  scale pricing 
B)  capacity pricing 
C)  down-time pricing 
D)  off-peak pricing 
E)  fraction pricing

Question 17

There are several ways of providing consumers authentic offerings: (1)facilitate customization; (2)provide personal interaction rather than automation; (3)create a social process that allows consumers to share their interests; and (4)__________.

Accepted Answer

A)  allow for adaptability at every customer contact point 
B)  back up claims with scientific research, market research, or governmental documentation 
C)  manage any dimension of a firm's reputation that might influence perceptions of authenticity 
D)  do thorough research at each stage of the new-service development process 
E)  obtain personal endorsements from celebrity spokespeople and other opinion leaders 
A)  allow for adaptability at every customer contact point 
B)  back up claims with scientific research, market research, or governmental documentation 
C)  manage any dimension of a firm's reputation that might influence perceptions of authenticity 
D)  do thorough research at each stage of the new-service development process 
E)  obtain personal endorsements from celebrity spokespeople and other opinion leaders

Question 18

categories for equipment-based services include __________.

Accepted Answer

A)  unskilled labor, skilled labor, and professionals 
B)  volunteers, unskilled and skilled operators, and professionals 
C)  those operated by relatively unskilled operators, those operated by skilled operators, and unskilled labor 
D)  those operated by skilled operators, unskilled labor, and professionals 
E)  automated, those operated by relatively unskilled operators, and those operated by skilled operators 
A)  unskilled labor, skilled labor, and professionals 
B)  volunteers, unskilled and skilled operators, and professionals 
C)  those operated by relatively unskilled operators, those operated by skilled operators, and unskilled labor 
D)  those operated by skilled operators, unskilled labor, and professionals 
E)  automated, those operated by relatively unskilled operators, and those operated by skilled operators

Question 19

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Accepted Answer

A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance 
A)  search 
B)  form 
C)  experience 
D)  credence 
E)  performance

Question 20

Which of the following statements about services is MOST accurate?

Accepted Answer

A)  Whether tangible or not, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
B)  Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale. 
C)  Services represent a large export business; it is one of the few areas where the United States has a trade surplus. 
D)  Very few jobs in the United States are in the services sector. 
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products. 
A)  Whether tangible or not, the marketing of services is exactly the same as the marketing of products or ideas since they both satisfy customer needs. 
B)  Although a major contributor to the GDP nationally, services play only a minor role in GDP on a global scale. 
C)  Services represent a large export business; it is one of the few areas where the United States has a trade surplus. 
D)  Very few jobs in the United States are in the services sector. 
E)  There is much more in common with the marketing of services and business products than there is between the marketing of services and consumer products.

does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?

Capacity management refers to

is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Which of the following statements about relationship marketing is most accurate?

key elements of future services include __________,convergence,and personalization.

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Which of the organizations listed below has the lowest inventory carrying cost?

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Capacity Management Marketing Dashboard -percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

There are several ways of providing consumers authentic offerings: (1)facilitate customization; (2)provide personal interaction rather than automation; (3)create a social process that allows consumers to share their interests; and (4)__________.

categories for equipment-based services include __________.

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Which of the following statements about services is MOST accurate?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Managing Successful Products,Services,and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 12: Services Marketing

does it mean when we say services are intangible.How do marketers of services overcome the problems associated with intangibility?

Capacity management refers to

is a customer contact audit? Outline the contact audit for a typical visit to your dentist.

Which of the following statements about relationship marketing is most accurate?

key elements of future services include __________,convergence,and personalization.

actual procedures,mechanisms,and flow of activities by which a service is created and delivered is referred to as __________.

Which of the organizations listed below has the lowest inventory carrying cost?

nonprofit organizations have used PSAs in their media planning.What does the acronym "PSA" stand for?

Capacity Management Marketing Dashboard -percentage of available seats flown one mile occupied by a paying customer is shown in the capacity management marketing dashboard above as __________.

Which of the following statements regarding the Phillies special promotions nights is most accurate?

Sterile Feral,Inc.is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them back into the wild.In recent years,nonprofit organizations such as Sterile Feral have turned to marketing to help

Where would potatoes,a photographic studio,and a psychologist fit into the service continuum?

Service providers use tools such as __________,which consists of charging different prices for different times of the day or during different days of the week to reflect the variations in demand for their services.

There are several ways of providing consumers authentic offerings: (1)facilitate customization; (2)provide personal interaction rather than automation; (3)create a social process that allows consumers to share their interests; and (4)__________.

categories for equipment-based services include __________.

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and make her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be felt before she buys it.Sarah realizes massages have __________ properties.

Which of the following statements about services is MOST accurate?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Managing Successful Products,Services,and Brands

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters